Rickie Lambert is starting what could be the biggest year of his career.

Southampton striker Lambert, 31, has played his way into England boss Roy Hodgson's plans and could go to the World Cup.

Lambert is also a who are keen to sign him to help their battle against the drop.

It throws up a very interesting dilemma for Lambert who could be offered a big money contract at West Ham to gamble on moving from the South Coast to Upton Park.

But it is also a question for Southampton whether to sell Lambert with West Ham ready to pay around £8m for the much-travelled striker.

Southampton boss Mauricio Pochettino has many striking options and Lambert is not absolutely guaranteed a place, although he starts most weeks.

But Lambert has thrived at Southampton, scoring goals, laying on assists and his all-round game has played a major part in the club's transition from strugglers this time a year ago into being a team with ambitions of finishing in the top half this season.

That sort of form and his all-round game has also been the reason why he has got into the England set-up.

He is an intelligent player who lacks pace but makes up for it in his reading of the game, his clever runs and excellent work rate.

Lambert is also deadly from the penalty spot and has a keen eye for free kicks.

You can imagine him under Sam Allardyce because he is big, strong, powerful and can play as a traditional No9.

That would suit West Ham who are missing Andy Carroll through injury and that has hit their form and results badly and seen them sink into relegation danger.

West Ham have made Lambert their No1 striker priority in January and the player that Allardyce believes can get them out of danger.

It would be a financial gamble for West Ham as they are in serious danger of going down and that could have a knock-on effect for Lambert if his form suffers and affects his World Cup chances.

But watch this transfer saga as one of the key deals of the January transfer window.

My hunch is the biggest problem facing

Their recent success means they are not under financial pressure to do so but may look at a big offer for a player with one last big move left in his career.